Kerala Tourism’s latest brand campaign, Human by Nature, which was recently launched by Kerala Tourism Minister Kadakampally Surendran in New Delhi, has received wide acclaim in international markets, firmly pushing post-floods Kerala back into the itinerary of global travellers.
Describing the latest campaign as a powerful multi-media outreach, the Minister said it would act as a trigger to put Kerala Tourism on a higher pedestal in a competitive global marketplace.
"I am sure it will strike an emotive chord with travellers and position Kerala as an essential fixture on the international travel circuit. It will appeal to both high spenders and backpackers. Tourism is a major contributor to Kerala’s economy and a significant source of foreign exchange. The increase in footfalls can have transformative effect on the lives of our people,” he added.
Rani George, Secretary – Tourism, Govt of Kerala said Kerala Tourism keeps reinventing itself with fascinating ideas. “The film is both sophisticated and emotive. It shows Kerala in a wider spectrum as vibrant and welcoming, underlined by a powerful human touch. This will further firm up Kerala’s position in the itinerary of international travellers as one of the most fancied global destinations,” she added.
The campaign would run in Kerala Tourism’s key markets, such as USA, the UK, Gulf countries, Germany, France, Italy, Sweden, Spain, the Netherlands, Switzerland and Belgium.
The film, which was shown as part of Kerala Tourism’s roadshow in the American cities of New Jersey, Chicago, Houston and Los Angeles, drew an enthusiastic response.
The film has been conceived and scripted by Stark Communications, the brand agency for Kerala Tourism for several years, and directed by Vivek Thomas, Director of Miramar Films. It was shot in the enchanting locations like Kumarakom, Alappuzha, Arthungal, Chellanam, Fort Kochi, Munambam, Wayanad, Kannur and Thaliparambu.